Although a Mediterranean diet (MeDiet) provides several psychophysical health benefits, research on how to effectively promote MeDiet adherence is still lacking. In the present study, we tested the effectiveness of a messaging intervention aimed at promoting the adherence to the Mediterranean diet. A total of 435 Italian participants responded to a questionnaire on their eating self-efficacy and adherence to the MeDiet at Time 1. Then, participants were randomly assigned to three different conditions: (a) gain messages focused on the positive outcomes of MeDiet adherence; (b) non-loss messages focused on the avoided negative outcomes associated with MeDiet adherence; (c) no messages (control). After the 2 week intervention, participants answered some questions regarding their perception of threat and distress, evaluation of the messages, and adherence to the MeDiet at Time 2. We also tested whether the messaging intervention influenced participants’ MeDiet adherence at Time 2. Results confirmed that the messaging intervention enhanced the MeDiet adherence (F(2,432) = 4.61; p = 0.01, ηp2 = 0.02), with no difference between exposure to gain or non-loss messages (95% LLCI = −0.32; 95% ULCI = 0.54). We then tested whether message framing effectiveness was influenced by eating self-efficacy, and results showed that gain messages were more persuasive for participants with low eating self-efficacy (effect size = 0.01; p for interaction = 0.03). Discussion suggests that tailoring messages according to receivers’ psychological characteristics seems to be pivotal to enhance the persuasiveness of messages aimed at promoting the MeDiet adherence.

Objective: Most previous research on the antecedents of healthy food choice has not investigated the links between these antecedents and has focused on specific food choice rather than on an overall diet. In the present study, we tested the plausibility of an integrated theoretical model aiming to explain the role of different psychosocial factors in increasing the intention to adhere to the Mediterranean Diet (MeDiet). Design and Participants: A sample of 1940 Italian adults participated in an online survey that measured their attitude and perceived behavioral control (i.e., rational antecedents), subjective norm (i.e., social antecedent), positive and negative anticipated emotions (i.e., emotional antecedents), food choice health and mood motives (i.e., motivational antecedents), past adherence to the MeDiet (i.e., behavioral antecedent), and the intention to adhere to the MeDiet. Results: Structural Equation Modelling (SEM) analyses confirmed the plausibility of the proposed model. Perceived behavioral control was the strongest rational antecedent of intention, followed by the emotional (i.e., anticipated emotions) and the social (i.e., subjective norm) antecedents. Mediation analysis showed that motivational antecedents had only an indirect impact on intention via emotional antecedents. Finally, multigroup SEM analysis highlighted that past adherence to the MeDiet moderated the hypothesized paths among all the study variables. Conclusions: The above findings advance our comprehension of which antecedents public communication might leverage to promote an increase in the adherence to the MeDiet.

Although local food purchasing provides several benefits to both consumers and producers, research on what recommendation messages can effectively promote the purchase of local food is still lacking. In the present study, 410 participants were involved in a 2-week intervention relying on prefactual (i.e., “If … then”) messages promoting the purchase of local food. All messages were sent through a research app to participants’ mobile phones and were focused on environmental consequences of purchasing (or not purchasing) local food. Four experimental conditions involving messages differing as to outcome sensitivity framing (i.e., gain, non-loss, non-gain and loss) were compared to a control condition. To test the effectiveness of the messages, before and after the 2-week intervention participants were involved in a choice task. They were asked to choose among fruits with different provenience, that is, from the participants’ municipality of residence or abroad. Results showed that all message frames increased the selection of local food, compared to control. Furthermore, pro-environmental consumers were more persuaded by messages formulated in terms of gains and non-gains, whereas healthy consumers were more persuaded by messages formulated in terms of losses or non-losses. Discussion focuses on the advantages of tailored communication to promote the purchase of local food.

PurposeThe present research aimed to understand how to predict and promote plant-based meat (PBM) consumption.Design/methodology/approachIn Study 1 (N = 550), the authors investigated the psychosocial antecedents of the intentions to add PBM and to replace animal meat with PBM. In Study 2 (N = 390), the authors tested the effectiveness of different environmental messages promoting PBM consumption. The authors compared the effects of an addition message condition (i.e. a message promoting the addition of PBM to one's diet), a replacement message condition (i.e. a message promoting the replacement of animal meat with PBM) and a control condition (i.e. no message). In both studies, the authors considered the moderation of past PBM consumption (PMB eaters vs PBM noneaters).FindingsStudy 1 showed that a positive attitude towards eating PBM and a high awareness of the environmental consequences of meat production were key antecedents of participants' intention to eat PBM. The role of the other psychosocial antecedents varied according to past PBM consumption. Study 2 showed that both addition and replacement messages increased non-PBM eaters' positive attitude towards eating PBM and in turn willingness to pay for PBM. Instead, only replacement messages increased PBM eaters' willingness to pay for PBM.Originality/valueThe present research developed a model integrating the key psychosocial predictors of people's intentions to eat PBM. Furthermore, it is the first research that compared the persuasiveness of different environment messages to promote PBM consumption.